The 4-Step Close Which Created Millions in Revenue from Our High-Ticket Offers
Many coaches, consultants, and service providers find themselves hitting a ceiling once they hit between $10,000 and $15,000 a month. No matter how much they network, or how much they hustle, they still can’t move the needle beyond where they are. Every moment not spent servicing their clients is spent back on the “Six-Figure Hamster Wheel” hustling for more business.
But at a certain point, you reach the end of your network. You’ve tapped out all the opportunities within arm’s reach, and you run out of favors or introductions you can ask for from friends and mentors. If this sounds like you in your consulting business, you’re not alone.
Now, having a predictable system for generating qualified client appointments is essential for a consultant who wants to move beyond six figures. But without being able to close those deals? They might as well not spend the money to generate them in the first place.
Selling high-ticket offers needn’t be complex, and unlike what many people will suggest, you don’t need a script either. And if you think you need to be a sales superstar, you don’t need to be that either. My CMO James Vannelli and I have together closed millions in high-ticket sales for LeadCraft.
A critical piece to making that happen has been applying the best strategies and practices for handling a high-ticket sales conversation. A friend of mine, Jesse Elder is well known for his sales training, and actually provided the framework we use to this day at LeadCraft. His approach to closing high-ticket offers is what we’re going to cover in this piece.
Most people misdiagnose their problems simply because they’re too close to the work…it’s not that their offer is bad, it’s that they fail to take control of the sales call. This one nugget allowed me to start closing mentorship offers worth $20,000, $30,000, and even upwards of $150,000 in value.
A magical script isn’t what led to those deals closing. In truth, rigid scripts can make a sales call seem artificial. The questions don’t hit right and the conversation doesn’t resonate deeply. Whether or not you realize it, people sync up with each other’s “frequency.” Without getting too “new-agey” just think of the last time someone laughed so hard their sides were splitting. Unless they were poking fun at you it was likely pretty hard not to smile…
Realize that people synchronize with each other whether they’re on the phone, on a Skype call, or in-person. The more you synchronize with your prospect, the more success you’ll find in closing high-ticket offers.
In-line with this philosophy, we use Jesse Elder’s sales process. With it we move someone from understanding where they are, to building the commitment they need within themselves to say “Yes.” Here’s the high-ticket closing process we use, step-by-step.
Step #1 Establish Their Pain
Your first step is to establish your prospect’s pain—you do this by ensuring you’re asking the right questions. You have to dive deep into understanding exactly where that person is in their life, their relationship, or their business. For whatever it is you’re selling, realize that most people aren’t self-aware of how deep their pain goes.
As Jesse might say, it’s not about poking and prodding someone’s sore spots, it’s about bringing awareness and illuminating where people actually are. Most people already have an idea in their mind on what their problem is, but often they’re just scratching the surface to the real issue.
By asking the right questions, you can accurately determine where a person is, and identify how they’ve been attacking their problem. You have to obtain a deep understanding of the problem they’re experiencing.
Here are some questions you might ask to illuminate their pain:
Where are you in your business right now?
What is going on inside your business right now?
What are the biggest challenges your business will face over the next 90 days?
All of these questions circle back to how you are going to help this person. At Step #1 in this sales process, you should be talking as little as possible (if at all).
You should be in question mode.
It’s almost like giving a person space to have a therapy session on where they are. And through their answers, you can understand exactly how to help them.
Step #2 Identify Their Vision
The second step is getting to the source of what drives us as human beings. A person’s vision of what they want for their life or their business, and the drive they have to get them there.
As you make more sales calls, many of the people you speak to on the phone may have forgotten their vision, or keep a reduced version of their original vision. Your job is then to breathe life back into the vision they once had. To remind them why they started on their path, and why they’ve sacrificed so much to be where they are.
In Step #2 you’re helping them see their new vision of what’s possible, and what they truly want.
To help them identify their vision you might ask them questions like:
How much money do you want to make?
What do you want your legacy to be?
How do you want your kids to look up to you in 20 years from now?
What is it that you want your life to be?
While you’re helping someone regain connection to their vision, you again don’t want to be talking. Instead, you want that person to be sharing what they see, painting a vivid picture of their vision for themselves.
As entrepreneur and author Cameron Herold mentions in his Vivid Visions book, the person needs a vivid vision of where they are, who they are, and why they are doing exactly what they’re doing. Once they’ve successfully identified their vision, and have reframed what’s possible we move on to understanding the gap.
Step #3 Understanding the Gap
Now that you’ve helped them become aware of their pain and breathed life back into their vision, the next step is to help them understand the gap which is between them getting there.
Most people selling high-ticket transformations sell at this stage. We don’t want to do this, and our approach here is going to be different. Rather than sell them, we want to help this person identify that gap themselves. To some degree, the gap has always existed, now it’s about them realizing it without us “telling them.”
By this point in the sales call you’ll have learned whether or not you have something to offer them. It’s also possible that you find 30 minutes into the call that this person isn’t someone you’re able to work with.
But if they recognize the gap, they’re the right fit, and they recognize how they can solve it by working with you—then it’s about asking them how they’re going to solve this. This sets the stage for the next step.
Step #4 Building Commitment Internally
In the final step, it’s the moment for them to commit. For some, it’s where it finally “clicks” that they must commit to filling the gap. Commitment will allow them to fix the pain and help them achieve their vision.
Here you ask them clearly:
Do you want me to help you with this?
If they say no, at that point, you likely shouldn’t be working with them anyways. But if they “Yes,” you have permission to offer them your solution to their pain, and your method for helping them achieve their vision.
To go through all four steps, it normally takes between 45 to 60 minutes. The beautiful part is that you’re only speaking for about five to ten minutes.
From here it isn’t about the features or benefits, it’s about the overall solution, and about helping them achieve their vision. Your solution may only be a piece to their puzzle, but it’s a necessary piece that they are missing.
If they commit to changing on that call, it means regardless of whether you work together, they’ve committed to a new reality. You’ve helped them illuminate where they are, where they want to be, the gap that exists, and how you are able to help them.
From there it’s completely up to them if they work with you. I don’t believe in high scarcity. At LeadCraft we don’t believe in twisting people’s arms into making super uncomfortable choices, especially if it puts them down the wrong path. If it’s too uncomfortable for them, they’re likely not ready to follow through on implementing your solution.
Regardless, you’ve done them a service. After this call, they will never be the same, as they had to make one of two choices. They committed to change or they committed to being comfortable. And if they chose comfort that means giving up on their vision (which opens the door for them to find a new one on their own).
Using the 4-Step Close in Your Business
The 4-Step Close is responsible for millions of dollars in revenue for LeadCraft and several of Scott’s other businesses. When you move from a sales script to looking for ways to serve someone, your worldview changes completely.
Whether or not they buy from you, after a call with you their life is going to change. And this perspective of service will create a waterfall of goodwill for your business. This is the same exact process we use every day at LeadCraft.
This process will let you close many more deals and allow you to have much better conversations. Ultimately, it will let you work with people who are committed and ready to level up their lives.